IRN-BRU agreed what brand owner AG Barr called its biggest signing of the summer when it was unveiled as the headline sponsor of the revamped Scottish Challenge Cup – which will be extended to include teams from Wales and Northern Ireland and be renamed the Irn-Bru Cup in a three-year deal.
The new cup competition sees the introduction of two teams each from the Welsh Premier League and Northern Ireland Football League plus four teams from Scotland’s Highland and Lowland Leagues. All of Scottish senior football’s non-Premiership first teams will take part plus all of the Scottish Premiership’s under-20 teams.
Adrian Troy, head of marketing at AG Barr, said: “We are very excited about the new Irn-Bru Cup format and the opening up of the competition cross border – bringing more of the home nations in.
“As a brand which never does things by two halves, we can’t wait to kick-off a Bru-tiful partnership and have a lot of fun along the way.”
